©2011, Cognizant

Avinash JainDTAG – Communications PracticeCognizant Technology Solutions

PULC Advertising

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PULC

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• Personalized; Ubiquitous; Location Aware; Context Aware; -Advertising

• Utilize the technology in the area of Mobile and Internet• Support - Consumer to Consumer, Business to Consumer and

Business to Business – advertising• Both Push – Pull options available• Compliment the existing advertising types

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The Idea – PULC Advertising

Existing Types of Advertising

Mobile Advertising

Internet Advertising

Out-Of-Home Advertising

PULC Advertising PULC

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Stakeholders

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• Individuals use the PULC portal and mobile app to buy, sell, get offers

• Business Owners use the PULC portal and mobile app to advertise their

products to interested audience only• Mobile Operators provide the needed infrastructure and network/mobile

payments backbone• Cognizant maintain the PULC server, mobile app, portal and develop

the needed capabilities

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Stakeholders

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Enabling Technologies

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Enabling Technologies• Connectivity

• 2G• 3G• GPRS• EDGE• Broadband/Dial-up

• Localization Technologies• GPS• Signal Triangulation• Cell ID• Address to Lat-long translation (vice-versa)

• Application Development• Mobile Apps• Web Apps/Portals

• Relational and Spatial Databases and Data Mining• Mobile Payments• Mobile Telecommunication Backbone

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Proposed Architecture

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Proposed Architecture

Telecom Backbone

PULC Server

Deals DB

Profile DB

Demands DB

Web Server

Static Localization service

Dynamic Location Listener

Data Mining

Business

PULC PortalCommercial

Interface

Call Setup

Mobile Payments

KYC Information

Signal Triangulation / Cell ID

User

PULC PortalConsumer Interface

Mobile Device

PULC Mobile App

GPS

Content Aggregation and Filtering

Mobile Application Event Handler

PULC Application Server

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Usage Scenarios

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Use Case 1 – Arnav’s Bike (C2C)• Actor 1 – Arnav

• Arnav studies at the university of Pune and he wants to sell his old bike as he got himself a new car. He logs onto the Pune Telecom’s PULC portal and enters the details

• Pune Telecom’s PULC portal takes the exact address for Arnav and maps it to a lat-long using localization API

• PULC Portal shows the calculated location on a map and waits for Arnav’s confirmation/needed corrections

• Once satisfied with his entry and location Arnav sets the entry to “Open” (that means is ready for selling)

• As soon as the deal is set to “Open” the PULC backend server takes it up and puts it into the deals-db

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Use Case 1 – Arnav’s Bike (C2C)• Actor 2 – Arun

• Arun has just joined University of Pune• He has just settled in his hostel but feels the need of a bike for day-to-day use• Being a Pune Telecom customer Arun also has access to the PULC portal and

he enters his requirement there• The location for Arun is calculated by PULC server and confirmed by Arun• After satisfaction Arun sets his listing to “Open”• The listing being “Open” is taken up by the PULC backend server and stored in

demands-db

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Use Case 1 – Arnav’s Bike (C2C)• Scenario 1

• Arun is exploring the Shivaji Nagar area of Pune, this is where Arnav lives• As soon as Arun is in a 100m# radius of Arnav’s home the PULC system

triggers an alert to Arun and information regarding Arnav’s bike is shown to him on his mobile

• Arun seems interested and he uses the “Call” option to talk to Arnav• Things go smooth over phone and they decide to meet immediately at Arnav’s

place• Deal is closed* and Arun happily rides back to his hostel on his new bike• Both Arun and Arnav set their deals to “Closed”, indicating the backend server

to remove them from the respective databases

* Using Pune Telecom’s mobile payment option#The application uses either the in-built GPS/ Signal triangulation to calculate the location of the user

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Use Case 1 – Arnav’s Bike (C2C)• Scenario 2

• Arnav is visiting a friend who lives in the hostel building next to Arun’s hostel• When Arnav reaches his friend’s place and puts his bike at the stand he

receives an alert regarding Arun being interested in buying a bike (Since he was in 100m# range)

• Arnav calls Arun using the call option and they decide to meet at the bike stand after 2 hrs

• Arun calls Arnav, who is still at his friends place, in 2 hrs and they meet. Arun likes the bike very much and the deal is closed*

• Arnav has to take ride back to home on the city bus, but he is happy since he wanted to sell his bike ASAP

• Both Arun and Arnav set their deals to “Closed”, indicating the backend server to remove them from the respective databases

* Pune Telecom’s mobile payment option#The application uses either the in-built GPS/ Signal triangulation to calculate the location of the user

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Use Case 1 – Arnav’s Bike (C2C)• Scenario 3

• Arun is in Shivaji Nagar doing some shopping. Arnav is on his way to Shivaji Nagar for meeting his friends

• Both have the PULC mobile app running on their phones and this app is keeping their location coordinates updated

• Arun being hungry takes a vada-pav and starts eating it sitting at the bench outside the Shivaji Nagar station

• Arnav in the meanwhile reaches the Shivaji Nagar station, hardly 100ms# from the where Arun is, and parks his bike at the stand

• The PULC mobile app calculates the distance between them and triggers an alert to both of them

• After a permission from both, the PULC mobile app shares the current coordinates of each with other. Both can see each other as a dot on the map and they move towards each other

• They meet and talk about their need and offer• Things seem to go smooth and Arnav shows Arun the bike parked at the stand. Arun likes

it and the deal is closed*• They use the option in the PULC mobile app to immediately set their deals to “Closed”

* Pune Telecom’s mobile payment option#The application uses either the in-built GPS/ Signal triangulation to calculate the location of the user

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Use Case 2 – Arun gets a laptop (B2C)• Actor 1 – Arun

• You know him already• These days he is looking for a laptop, to be of help in his studies• Because of his good experience with the bike he decides to put this

requirement also on PULC portal• This time he has specified he is looking for a new laptop, no second hand

deals• After doing all needed actions he sets his demand to “Open”• PULC Backend takes it over and puts it into the demands-db

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Use Case 2 – Arun gets a laptop (B2C)• Actor 2 – Mr. Datta

• Mr. Datta owns one of the good, but small, electronics store “Elx Bazaar” in Pune Shivaji Nagar area

• He is a commercial partner of Pune Telecom• Lately he has found it very difficult to make his offers visible due to the

extensive “TV/Print/Internet/all-means” advertising campaigns by Electronics big-wigs like Croma and Vijay Sales

• He is very stressed because the big players are all over the place and other than his old “loyal” customers he is not able to gain any new customers

• He comes to know about the PULC Commercial Service from Pune Telecom and becomes a member of the same

• He puts his offers in the PULC portal and sets them to “Open”• Backend server takes these and puts them into the deals-db, with a flag

“commercial”

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Use Case 2 – Arun gets a laptop (B2C)• Scenario 1

• Arun is in Shivaji Nagar , looking for a great laptop deal, going from Croma to Vijay Sales (two big chains of electronics in Pune)

• Suddenly his PULC mobile app alerts him that there is a great deal going on at “Elx Bazaar” (Mr. Datta’s shop)

• On the map he see’s its just around the corner from where he was• He decides to walk in and have a look• Mr. Datta being a super salesman with super deals successfully sells a laptop

to Arun• Arun is very happy, he has got himself one of the latest laptop for the

cheapest possible price. And to add to this he was rewarded free talk-time by Pune Telecom

• Arun sets his demand to “Closed” and goes home. Mr. Datta still has a lot of laptops in stock and continues with the “Open” status for his deal

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Advertising Spend

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Advertising Market Spend

• As per MagnaGlobal, in 2011• Global Ad spend- $412 Billion• Global Mobile Ad spend- $2.7 Billion

• Europe - $490 Million -> likely $2 Billion by 2016• Global Out-of-home Ad spend- $26.3 Billion• Global Internet Marketing Ad spend- $70.9 Billion

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Business Model

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Business Model

Telecom Provider

Commercial Users End Users

PULC Server / Infrastructure

$$$Membership

FeeDeal

ClosedEvery AdDelivered

$Product Purchased

Maintains$

Product Purchased

$

Mobile Payment GW$

Commission

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Revenue Streams

• I believe this idea will possibly add a new revenue stream and add to the current advertising spend

• This concept can provide revenue opportunities through following streams• Voice call being setup between the buyer and seller• Service being provided to a business owner

• Every ad delivered• Every deal closed• Flat membership charges for the service

• Commission from Mobile payments gateway• C2C and B2C purchases

©2011, Cognizant

© Copyright 2011, Cognizant. All rights reserved. No part of this document may bereproduced, stored in a retrieval system, transmitted in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the express written permission fromCognizant. The information contained herein is subject to change without notice. All othertrademarks mentioned herein are the property of their respective owners.

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